Whats New

Mar2014

SÀFILO: Bobbi Brown Optical

COSMETICALLY CHIC

Along with the 14-piece sunglass line featured in February 20/20, makeup artist Bobbi Brown introduces her signature ophthalmic collection highlighted here. Available from Sàfilo, the optical collection consists of 13 women’s styles and three unisex designs. Frames integrate iconic elements and details from her cosmetics line, including a clean, squared-off frame silhouette and a metal plaque inside the temple mimicking the look of Bobbi Brown mirrored compacts. To help women find the perfect frame for their face, a three-step system is used based on style, color and face shape.

PHILOSOPHY: “The Bobbi Brown brand story lends itself particularly well to the eyewear industry, giving added value to eyecare providers who are looking for a unique concept. Bobbi Brown was a pioneer of the ‘natural look,’ approaching makeup as a way to enhance rather than transform a woman’s natural appearance. This distinct point of view sets her apart within the cosmetics industry and will do the same in the eyewear industry,” says Glenn Rusk, commercial senior vice president of Sàfilo North America.
MARKETING: Merchandising materials include 24- and 48-place displays, a wall customization option displaying the color palette section of the three-step system, small countercards, brochures and a logo block. Each frame comes with a silver case in a black box.

INSIGHTBobbi Brown is offering an optical promotional program to persuade consumers to try on frames. Using a mobile device, consumers can enter store information and answer questions on the sweepstakes website that will suggest appropriate frames, which consumers can try on and then send a photo to the promotion e-mail address. All entries will be entered into the contest with winners receiving assorted cosmetics.